Lacoste Replaces its Logo with Endangered Species

Nov 28, 2019

French brand Lacoste has paired up with IUCN’s SOS a nature conservation charity for a limited edition collection of polo tshirts. The tees have logos of endangered animal species instead of the green crocodile and were launched on the runway during the brand’s show at last year’s Paris Fashion Week.

The species are: the California condor, the saola, the Sumatran tiger, the Anegada ground iguana, the vaquita, the Burmese roofed turtle, the northern sportive lemur, the Javan rhino, the Cao-vit gibbon, and the kakapo.

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Lacoste stated:“For the endangered species of this world, the crocodile abandons its ancestral place,”.They have never changed their green croc since its debut 85 years ago.

The globally recognized logo was designed as an homage to the brand’s founder René Lacoste, who was dubbed “The Crocodile” because of how he dealt with his opponents on the tennis court.

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The new limited edition logos were produced using the same green coloring and embroidery style as the crocodile. Each of the designs were produced in limited numbers, corresponding to the remaining population size of each species in the world.

For example only 350 polos were produced featuring the Sumatran Tiger, whose main threats are poaching and deforestation. The smallest batch at just 30 pieces features the California porpoise who due to overfishing is one of the most threatened mammal spe

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Each Save Our Species polo was retailed at $185, and the total collection of 1,775 are already sold out, with the profits of each sale donated to the IUCN conservation.